Get Ready! Time For A New Year & New Trends.
As we say goodbye to 2022 and a big suspense-filled hello to 2023, we're looking at what trends will take over the digital marketing and social media world. We expect ongoing changes to platforms like Facebook and Instagram, a continued rise of TikTok's popularity, more social media/SEO algorithm changes and improvements to on-demand customer service.
Digital Marketing and Social Media Trends
Here's what you need to know as we head into the new year.
Social Media Will Become Even More Fragmented
It's no secret that social media has been in flux for the past few years. We've seen the rise of TikTok and the fall of Snapchat. So what does the future hold for social media? Will we see more of the same or something completely new?
As people shift away from traditional social networks like Facebook and Twitter, we expect to see even more fragmentation in social media in 2023 and beyond. This means there will be a proliferation of niche social networks catering to specific demographics or interests.
This shift will challenge brands, as it will become increasingly difficult to reach a large audience without investing in multiple social networks. It also provides opportunities for those willing to experiment with new platforms and formats. For example, we expect to see more brands using micro-influencers—people with small but highly engaged followings—to reach targeted audiences on niche platforms.
Authenticity Is A Must
In 2023, we'll see a rise in down-to-earth marketing campaigns. Due to transparency, audiences will have a deeper understanding of the brand and its values. This will create brand loyalty and encourage customers to take a more profound interest in the company. User-generated content (UGC) will continue to grow in popularity. As stock imagery becomes less common, authentic images and content will be critical to successful interactions.
Elevating Sales With Entertainment
Not all content is created equal. If you want to grab attention to what you're sharing on social media, you need to create compelling content that's interesting, informative, or even entertaining.
Social media is powerful for reaching new customers and growing your business; it's also a great tool to entertain your customers and future customers and keep them coming back for more. Customers today have higher expectations for brands than ever before. They want brands to not only provide a great product or service, but also to entertain them.
Customer Service On Demand
Social media is an essential tool for businesses in today's digital age. Not only is it a great way to connect with potential and current customers, but it's also an invaluable resource for providing customer service.
People often turn to social media to voice their complaints or give feedback when something goes wrong. Many brands have taken notice, using social media to resolve issues quickly and stand out as more trustworthy.
For example, if someone tweets about how much they hated their purchase from a specific brand, the company can respond by addressing the person and situation in real time. This quick response shows that the brand cares about its customers and will go the extra mile to provide them with the best possible experience.
Quick responses through social channels can make such a big difference. They show you care about your customers and will take the time to address their concerns. This personal attention can go a long way in building trust and loyalty among your customer base.
Social As Search
When searching for something like a place to have lunch, 40% of young people don't use Google Maps or Search. Instead, they are using TikTok or Instagram.
"New internet users don't have the expectations and mindset that we have become accustomed to. The queries they ask are completely different. These users don't type in keywords but look to discover content in new, more immersive ways." Prabhakar Raghavan, Google Senior Vice President
Mashable agrees with Raghavan that "people are sick of the Google recipe algorithm that prioritizes obscure search engine optimized blogs. It's been a running joke on the internet that to read a recipe, you have to get through the blogger's entire life story, but this is actually deterring the young people."
TikTok quickly grabs attention, and videos are straight to the point. This applies to sites across industries, with a recent survey showing TikTok is the fastest-growing news source for users aged 16 to 24.
Click To Buy
Frictionless purchases have been a hot topic for a long time.
Customers are now not only familiar with buying products directly from social platforms, but they are coming to expect it. It is fast and convenient to buy on the spot rather than clicking through tons of links.
The easier it is to purchase from your business, the more likely you are to increase sales.
So how can we create simplicity through our channels?
1. Use Clear and Concise CTAs
Your call-to-action (CTA) is what tells the customer what to do next—and you want it to be crystal clear. Use actionable language and make sure the CTA is prominently displayed on the page. When in doubt, keep it simple—for example, "Buy Now" or "Add to Cart."
2. Minimize Form Fields
The fewer form fields you have, the better. If you need certain information from the customer (like their shipping address), make sure you clearly label the field, so they know what they need to fill out. And if there are any optional fields, show they are optional—don't force the customer to fill out the information that isn't necessary.
3. Offer Multiple Payment Options
Not all customers like to pay with credit cards—some prefer PayPal, some prefer Apple Pay, etc. The more payment options you offer, the greater your chances of making a sale.
4. Make Sure Your Site Is Mobile-Friendly
More and more people are shopping on their smartphones—so you must optimize your website for mobile devices. That means you need a responsive design that automatically scales the content down on smaller screens, and make sure all your images and videos look good on mobile devices.
Greater Focus on User Experience
In 2023, we will see a greater focus on user experience (UX) in digital marketing. As businesses strive to create more seamless and enjoyable customer journeys, UX will become an even more important factor in determining the success of digital marketing campaigns.
One of UX's most important aspects is ensuring your website is responsive and will adjust to fit whatever device it is being viewed on, whether that's a phone, tablet, or laptop. A responsive website will provide a better user experience, increase conversion rates and improve customer satisfaction.
Another important aspect of UX is creating a user journey that is enjoyable and easy to follow. The goal is to make the customer's journey from awareness to purchase smooth and seamless. To do this, businesses need compelling content that speaks to their target audience and provides value at each stage of the customer journey.
You can do a few things to ensure your digital marketing campaigns deliver a great user experience. First, consider your customers' needs and goals. Second, focus on quality over quantity; it's better to have fewer high-quality leads than many low-quality ones. Finally, monitor your metrics and iterate to improve your results. Other common ways to improve UX include streamlining navigation, increasing content relevance, and simplifying forms and checkouts.
More Sophisticated Data Analytics
Data analytics will become more sophisticated in 2023 as businesses increasingly rely on data-driven decision-making. We will see greater use of advanced analytics tools, such as artificial intelligence, predictive analytics and machine learning, to help companies to make better decisions about their marketing strategies. There will also be a greater focus on using data to measure the ROI of digital marketing campaigns.
Predictive analytics use historical data to predict future outcomes. Machine learning is artificial intelligence that allows computers to learn from data without being explicitly programmed.
Businesses can use predictive analytics and machine learning to make better decisions about their marketing strategies. For example, predictive analytics can identify customer segments most likely to respond positively to a new marketing campaign. Likewise, machine learning can automatically identify customer behavior patterns and recommend how to target them with marketing messages.
Digital marketing campaigns are becoming more sophisticated, and businesses are demanding more accountability for their return on investment (ROI). As a result, data analytics will play an increasingly important role in measuring the ROI of digital marketing campaigns.
Businesses can use data analytics to track the performance of digital marketing campaigns across multiple channels and touchpoints, as well as optimize campaigns for better results. In addition, data analytics can calculate the ROI of specific tactics, such as email marketing or social media advertising.
More Personalized Marketing
One of the digital marketing trends we will see more of in 2023 is personalized marketing. With new technologies, businesses will be able to collect more data on their customers than ever before. This data can create highly personalized marketing campaigns tailored to customers' needs and interests.
Stay Up To Date With Algorithm Changes
Another important way to stay ahead of the trends is to stay up to date with changes in algorithms—especially if your business relies heavily on organic traffic from search engines. Google, in particular, is constantly tweaking their algorithms, and if you're not keeping up, your website could end up buried deep in the search results. Monitor algorithm updates and adjust your website and digital marketing strategy accordingly.
Looking Ahead
As we head into 2023, it’s essential to stay ahead of the proverbial curve of digital marketing. But, with so many changes and new platforms on the horizon, it's tough to know what to focus on first. That’s where we come in! We can help you set realistic goals and create a plan to help you achieve them. Whether your goal is increased website traffic, more leads, or better customer service, we have a solution for you. So, what are your digital marketing goals for the New Year? Let us know, and we’ll make sure they become a reality.
Get a free marketing analysis to see how you're doing!
Article By Moon Mission Media Co-Founder - Brandi Bergeron